The Work: New campaigns - UK
campaignlive.co.uk, Friday, 24 June 2005 02:23PM
ONE TO LOOK OUT FOR - SONY ERICSSON K750 - SONY ERICSSON K750
Project: Sony Ericsson K750
Client: Martin Lundin, online marketing manager, Sony Ericsson
Brief: Online advertising campaign and site to promote the new K750
Creative agency: Dare Digital
Writer: James Cooper
Art directors: Richard Hale, Rufus Kahler
Planner: Nick Emmel
Media agency: MEC Digital
Media planner: Dan Brown
THE LOWDOWN Sony Ericsson has hired the iconic British photographer Martin Parr to help promote its new phone, the K750, which boasts a two-megapixel digital camera.
The advertiser's online agency, Dare Digital, handed Parr his own K750 and asked him to take a series of shots with the phone. The resulting photographs have been woven into a series of online executions, and placed on a microsite, www.sonyericsson.com/k750.
The campaign executions include one that blurs the host website the viewer is visiting and another banner ad that displays Parr's photos as part of a slide show.
All executions click through to the microsite, which features photographic tips from Parr, discreetly presented product information, plus a facility that allows K750 owners to upload their own photos - the best of which will win signed Parr prints for its creator.
Over the next three months, Dare will add ten additional Parr photographs to the site each week.
VIRGIN TRAINS - THE RETURN OF THE TRAIN
Project: The return of the train
Clients: Craig Inglis, director of sales and marketing; Sarah Copley,
marketing manager, CRM, new media and design, Virgin Trains
Brief: Inform customers about the faster service and enthuse the trade
about the new marketing campaign
Creative agency: Craik Jones Watson Mitchell Voelkel
Writers: Anthony Dewson, Rob Kavanagh
Art directors: Anthony Cliff, Jo Jenkins
Planner: Alison Payne
Exposure: DM to Virgin Trains' customers, internal staff and the travel
Craik Jones Watson Mitchell Voelkel has created a three-tiered direct marketing campaign to support the launch of Virgin Trains' upgraded Pendolino stock. The first part of the campaign is a direct mail pack to customers, promoting the faster service. The pack contains a card showing two destinations, such as London and Manchester, joined together to make Lonchester.
Travel agents were sent a party box of Champagne, streamers, balloons and party poppers to get them excited about the launch. Virgin staff were sent a briefing pack encouraging them to attend preview screenings of the new TV ad, complete with cinema-style posters and popcorn.
ARCHERS - ARCHERS SCHNAPPS
Project: Archers Schnapps
Client: Nicole Duckworth, brand manager, Archers, Diageo
Brief: Move the Archers "something for the ladies" campaign forward
Creative agency: Mother
Art director: Mother
Media agency: Carat
Media planner: Anna Hickey
Photographer: Lee Broomfield, MAP
Exposure: UK press
Diageo is hoping to breathe some life back into its Archers brand with an extension of its "something for the ladies" campaign. The new print work, for Archers Schnapps, is created by Mother, and forms part of a ú4 million multimedia initiative.
The typically playful work pokes fun at the fashion industry, showing what would happen if Archers introduced its own high-end fabric. Four executions show how the fabric could be used in comedic ways, such as part of a Chihuahua dog bag or a utility belt.
The work will be followed in August by the launch campaign for Archers Vea, a reduced-sugar brand aimed at older drinkers.
Diageo is hoping that by investing in both the original Archers Schnapps brand and its new Vea line, it can begin to make up for the poor performance of its Archers Aqua range, which, earlier this year, reported a 31 per cent slump in sales, year on year.
O2 - THE BLUE ROOM
Project: The Blue Room
Client: Sam Probert, marketing manager, O2
Brief: Create and launch The Blue Room for O2
Creative agency: Archibald Ingall Stretton
Writer: Johnny Watson
Art director: Dan Harrison
Planner: Justine Parkinson
Production company: Another Film Company
Director: Stephen Pipe
Post-production: The Quarry
Archibald Ingall Stretton's recently launched digital arm, Dais, has created a surreal viral execution to promote O2's new Blue Room portal.
The portal is touted as a tangible expression of O2's "world that revolves around you" marketing strategy - a place where O2 customers can get exclusive rewards for their loyalty.
The viral features a man disguised as a squirrel as part of an elaborate ruse to gain entry to the O2 Wireless Festival in Hyde Park. The portal will also be promoted on Capital Radio's Flying Eye and on the Xfm website. Both stations are O2's partners for the festival.
Last week, O2's share price rose by 2.25p to 138p, following Ofcom's decision not to make mobile operators slash their cross-network charges. The company is being linked to a takeover bid from the Dutch group KPM.
KINGFISHER - INDIA'S NUMBER-ONE LAGER DESPITE THIS ADVERTISING
Project: India's number-one lager despite this advertising
Client: Brian Dozey, marketing director, Kingfisher
Brief: Reclaim market-leader position within the "accompaniment to
curry" lager market
Creative agency: JWT London
Writer: James Humphreys
Art director: Craig Hunt
Planner: Frank Bethel
Media agency: Mediaedge: cia
Photographer: Toby Summerskill
Illustrator: Mike Koelsch, Debut Art
Exposure: 48- and six-sheet posters, London taxis, rickshaws
In its new campaign for Kingfisher beer, JWT celebrates and gently mocks Indian advertising. The posters use the bright colours and bold images associated with Indian creative work, but then employ the strapline: "India's number-one lager despite this advertising."
To obtain an authentic Indian style, the creative team, Craig Hunt and James Humphreys, took photographs of Indian models and gave them to the artist Mike Koelsch to adapt into illustrations. The campaign comprises three 48-sheet executions and three six-sheet executions. It will also run in London taxis and in Indian restaurants.
Kingfisher's owner, United Breweries, last week bought its rival Shaw Wallace & Co for ú345 million, making it the world's second-largest spirits manufacturer.
STELLA ARTOIS - LIVE FILM
Project: Live Film
Client: Rob Mitchell, senior brand manager, InBev UK
Brief: Encourage consumers to take part in Stella Artois' Live Film
Creative agency: Lowe
Writer: Diccon Driver
Art director: Alan Wilson
Planner: Jennifer Wirth
Media agency: Starcom Motive
Photographer: Andy Glass
Typography: Dave Wakefield
Exposure: Magazine and newspaper supplements
Stella Artois is continuing its long-running association with film via a summer promotion, Live Film. Lowe has created a ú1 million press campaign to support the competition.
Three new spots explain how drinkers can win classic films on DVD or a trip to Alcatraz to watch the film Birdman of Alcatraz. The ads show typically English scenes infiltrated by characters, props and scenarios from famous movies, and are part of a ú40 million marketing commitment by InBev to its flagship lager brand.
VOLKSWAGEN BEETLE - SUMMER'S MORNING
Project: Summer's morning
Client: Helen Martin, marketing manager; Phil McCloney, TV producer,
Brief: Let people know that the Beetle Cabriolet lets you enjoy all that
summer has to offer
Creative agency: DDB London
Writer: Dylan Harrison
Art director: Feargal Balance
Planner: Hannah Wren
Media agency: MediaCom
Media planner: Luke Bozeat
Production company: Th1ng
Director: Mario Cavelli
Audio post-production: Ben Hooper, Clear Cut
Exposure: National cinema, summer festivals
DDB London has turned last year's award-winning Volkswagen Beetle Cabriolet print work into a summer television campaign.
Entitled "summer's morning", the 30-second spot takes the viewer on an airborne ride through an animated landscape full of colourful wildlife. However, everything in this environment - from the sunbeams and the flower stalks to the insects - is made up of VW cars.
To the strains of the 4hero track Les Fleurs, the film follows a swarm of bees and butterflies as they fly through the sky and ends with a lone VW bee sitting on top of a VW flower.
Volkswagen has a 6.7 per cent market share in the UK, a figure up almost a full percentage point year on year.
SVELTESSE - SVELTESSE OPTIMISE LAUNCH
Project: Sveltesse Optimise launch
Client: Lesley Watt, senior brand manager, Nestle
Brief: Position Sveltesse Optimise as a higher-calcium drink that aids
Creative agency: Ogilvy & Mather
Writer: Kate Paull
Art director: Stuart Pantoll
Planner: Nick Docherty
Media agency: MindShare
Media planner: Alex Daines
Illustrator: Louise Brierley, CIA
Exposure: Women's weekly and monthly glossy magazines
Nestle has entered the relatively new but burgeoning one-shot probiotic dairy drink market with a fat-free offering under its yoghurt brand Sveltesse. With the market already occupied by brands such as Danone's Actimel, Muller Vitality and Yakult, Nestle is positioning its own entrant, Sveltesse Optimise, as an aid to help maximise fat metabolism. Sveltesse Optimise contains twice as much calcium as its rivals, which some scientists have linked to the regulation of body weight and fat.
The product is being launched using a print campaign from Ogilvy & Mather, which is inspired by the illustrated, cautionary children's poems of Edward Gorey.
The ads feature four-line rhymes about people who have tried to raise their metabolism in unadvisable ways, such as climbing in the freezer.
WHIZZ-KIDZ - WHIZZ-KIDZ DONOR DEVELOPMENT PROGRAMME
Project: Whizz-Kidz donor development programme
Client: Lucy Norrey, marketing manager, Whizz-Kidz
Brief: Build relationships with Whizz-Kidz's donor base and generate
Creative agency: 23red
Writer: Catherine Bear
Art director: Martin Zoutendyk
Planner: Alexa Gooder (in-house)
Exposure: Direct mail to existing database
The children's charity Whizz-Kidz was set up in 1990 to address the growing demand for customised mobility equipment for disabled children. Since then, the charity has funded more than 3,800 young disabled people.
Whizz-Kidz raises around ú4 million per year. To encourage more donations, 23red has developed a direct marketing campaign for the charity. Designed to illustrate how Whizz-Kidz's work transforms lives, a mailpack in the form of a child's diary illustrates the contrast between the days before and after delivery of a Whizz-Kidz wheelchair.
This article was first published on campaignlive.co.uk
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